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A presentation done after being coached by Mark Levy, USA
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The POWER of
Advertising!
The POWER of
Advertising!
Mark Levy, VP / GSM, Radio Advertising Bureau
972 753 6756 / [email protected]
The key components of successful advertising are proper execution and placement. These elements are determined by variables such as brand, target consumer, message, environment, etc. There are suitable times to utilize all commercial lengths, 15 seconds, 30 seconds, and 60 seconds, just as there are appropriate situations that call for comedy, music, sound effects, or special voices. In fact, that is one of the unique strengths of our media.
The Role of CreativeThe Role of Creative
KEYIMPLICATIONS
Key Implications
The Media Execution: Not surprisingly, targeting is key
and consumers will notice (and reward) advertisers who make the effort to speak directly to them
Advertising should be reflective of its surroundings
What it means for Advertisers
Key ImplicationsWhat it means for Advertisers
The Media Execution: Go beyond mass age/sex
– Think format segmentation and psychographics when planning
– Plan against station/format “communities” or clusters
– Break down broad targets into lifestyle and generational segments
Key Implications
The Creative Execution: Advertising should speak to
people on a personal level – Relevant copy and messaging– Use multiple treatments when
possible
What it means for Advertisers
Key ImplicationsWhat it means for Advertisers
The Creative Execution: Go beyond “funny” and “functional”
– Provide an integration of function (product) with emotional recognition (consumer)
– Rational arguments are less important than building an emotional envelope, within which lies a brand differentiation statement
The Emotional Power ofThe Emotional Power of
A Quick QuestionBefore We Begin…
A Quick QuestionBefore We Begin…
Are!Are!
Who is responsible for
creative?
Who is responsible for
creative?
The Four “A”sof Good Copy
The Four “A”sof Good Copy
AttentionAttention
The Four “A”sof Good Copy
The Four “A”sof Good Copy
AttentionAttention
AwarenessAwareness
The Four “A”sof Good Copy
The Four “A”sof Good Copy
AttentionAttention
AwarenessAwareness
AttitudeAttitude
The Four “A”sof Good Copy
The Four “A”sof Good Copy
AttentionAttention
AwarenessAwareness
AttitudeAttitude
ActionAction
CopywritingPrinciples
CopywritingPrinciples
Know the productKnow the product
Know the targetKnow the target
Avoid clichésAvoid clichés
Use emotionUse emotion
Use real-life situationsUse real-life situations
Use theatre of the mindUse theatre of the mind
Good CopyGood Copy
Know the ProductKnow the Product
Good CopyGood Copy
Know your TargetKnow your Target
Good CopyGood Copy
Use Theatre of the MindUse Theatre of the Mind
Close your eyes and listen…
Good CopyGood Copy
Use Theatre of the MindUse Theatre of the Mind
Stan Freberg:“Theatre of the Mind”
Theatre of the MindTheatre of the Mind
Use sound to trigger mental imagesUse sound to trigger mental images
WorkshopWorkshop Think of an event or experience when you were in high school
Think of common occurrences
Think of action words
Think of some of the smallest details
Prepare a few sentences that create a mental image of the event or experience
Avoiding ClichésAvoiding ClichésYou’ve got to see it to believe itBut wait there’s moreIt’s our biggest sale of the yearDrive a little, save a lotHuge selectionLimited time onlyBring the whole family8 locations to better serve youFor all your _________ needsWorking hard to serve you better
WorkshopWorkshopRewrite one cliché into a phrase you’ve never heard before
Good CopyGood Copy
Use Real-Life SituationsUse Real-Life Situations
ExaggerationExaggeration
Doing taxes on April 15th
Locking your keys in the
car
Spilling lunch on your
clothes
Good CopyGood Copy
Use EmotionUse Emotion
Stephen King
CNA QuestionsAnd AnswersCNA QuestionsAnd AnswersAnything you like to feature Anything you like to feature
Who is your best prospect?Who is your best prospect?
Maybe because of higher profit
margin?% Male / %FemaleAverage AgeAverage incomeTypical professionTypical level of education
Why do customers come to you?Why do customers come to you?What is your single greatest competitive advantage?What is your single greatest competitive advantage?
Do you have a positioning statement?Do you have a positioning statement?
What do you feel if your unique selling position?What do you feel if your unique selling position?
What is your primary business image?What is your primary business image?
What’s the biggest misconception people have about your business?What’s the biggest misconception people have about your business?
Low priceLarge inventoryService, etc.
Getting Started Getting Started
Create ListsCreate ListsOccupations
Real-life situations
Various emotions
Make It PersonalMake It Personal
One-to-oneOne-to-one
WorkshopWorkshop
Situation
s
Language
Real-lifeReal-life
Use Your Lists To…
Getting StartedGetting Started
Randomly selectRandomly selectTwo occupations
One Real-life situation
One emotion
Good NewspaperEquals Good Radio?
Good NewspaperEquals Good Radio?
Good NewspaperDOES NOT Equal Good RadioGood NewspaperDOES NOT Equal Good Radio
Make It PersonalMake It Personal
One-to-oneOne-to-one
Situation
s
Language
Real-lifeReal-life
Commercial StylesCommercial Styles
StraightforwardStraightforward
MusicMusic
Slice of LifeSlice of Life
TestimonialTestimonial
HumorHumor
Pop QuizPop Quiz
The audience cares about:The audience cares about:
A. The ClientB. The Client’s situationC. The Radio stationD. What the Client can
do for the listener
Sell the Product’s ResultsSell the Product’s Results
Sell the BENEFIT to the listenerSell the BENEFIT to the listener
Support the BENEFIT with a featureSupport the BENEFIT with a feature
WII-FMWII-FM
Get the listener to dream about the results of having the client’s product or service
Get the listener to dream about the results of having the client’s product or service
Use Persuasive WordsUse Persuasive Words
WorkshopWorkshop
Here are the 17 most persuasive words according to Yale UniversityHere are the 17 most persuasive words according to Yale University
Write a list of persuasive words
YouDiscoverySaveProvenNewGuarantee
MoneyAdvantageResultsPositiveHealthBenefits
EasyNowSafetySecurityLove
One Core MessageOne Core MessageDetermine with the client what the one most important message is
Determine with the client what the one most important message isFocus on one messageFocus on one message
Hard as it may be, push aside the client’s laundry list of messagesHard as it may be, push aside the client’s laundry list of messages
Avoid UnnecessaryDetails
Avoid UnnecessaryDetails
Phone numbersPhone numbers
AddressesAddresses
WebsitesWebsites
Clients On Air? You Bet! Clients On Air? You Bet!
Client voices own commercialClient voices own commercial
Record the clientRecord the client
Write a commercial with professional talent wrapped around the client
Write a commercial with professional talent wrapped around the client
It's much more profitable to advertise items that you are going to make money on rather than marking items down and spending money to move them!"
Don't advertise items that give you a poor return on your investment, unless you are purposely using it as a loss leader. If so, be sure it has a broad enough appeal to actually interest a significant amount of potential buyers.
Whatever you choose to advertise, concentrate your efforts. More and more research has shown that radio advertising has greater impact when concentrated. If your budget limits you to 36 commercials in a month, consider running them over 1 or 2 days instead of one or two weeks, making sure you A) give a potential buyer a solid reason to respond and B) add a sense of urgency!
Methodology
WHAT Should You Advertise?
#1: Truth is better than creativity.
#2: The headline is the ad for the ad. Attract the listener’s attention or suffer the consequences. Be sure your customers know you're talking to them. You can dramatically increase your results by creating better headlines for your commercials.
#3: Describe your merchandise in terms of benefits' for the listener.
#4: Use simple, me‑to‑you language. Go easy on superlatives. "The best deal ever" cannot happen every week.
#5: Price your offer.
Methodology
Summary
#6: Make a specific offer to sell something.
#7: Ask for a specific action.
#8: Add urgency with time limits or quantity limits. Get the listener to act NOW!
#9: Develop a theme or hook that gives customers a reason to come in.
#10: Don't put filler lines in your commercial copy.
#11: Location, web address and phone number .
Methodology
Summary
FOR YOUR TIME AND ATTENTION!!!